Sunday, July 8, 2018

Outline Retail




PROGRAMME :  MBA (FT)
                Batch: 2017-19   Term - 4th

Course Code & Title
Retail Marketing MM 606
Credit Hours
3
Faculty            
Dr. Sapna Parashar
Dr.Tejas Shah
E-mail ID
sapna@nirmauni.ac.in
Blog
http://eraofretail.blogspot.in/
Extension No.
645, 261
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Retailing is set of distribution and value creation activities . As a business activity it is the largest private activity in the world and is vital to the world economy as it provides large scale employment both skilled and unskilled .Retailers have harnessed new technologies in communication and logistics to build supplier networks and  consumer market around the world. Thus, key to successful retailing is offering the right product, in the right place, at the right time, and making a profit. The course will focus on issues related to retailing like how to design and organize the store, attract the right shoppers, site selection, merchandising planning and customer analysis with special reference to India.
II. Course Objective
1.         To enhance student’s understanding of  retail sector
2.        To develop understanding of various  retail concepts and  its application
3.        To   discuss the role and importance of retail parameters in developing retail strategy 

III. Course Learning Outcomes (CLO)
After going through course of Retail Marketing students will be able to:
 1.    Identify and define Retail Marketing concepts and its significance in retail marketing
2.     Relate and analyze factors affecting retail value Proposition
3.    Develop  retail  marketing strategy




IV .Text Book
Berman, Barry; Evans, Joel , Chatterjee ,Patrali and Shrivastava ,Ritu (2018), Retail Management: A Strategic Approach .New Delhi: Pearson Education. Thirteenth Edition 

V.       Assessment Components & Schedule
Component
(with No. of sub components)
Weightage
 (each part of Component)
Schedule
Overall Weightage of the Component
Brief Description of the Assignment/ Project
Class Test
20%
After 12 th session
20%

End Term
40%
As per schedule
40%

Quiz



5%


After 9 th session and 18 th session

10%
Retail Concepts and Cases
Group Project
20%
 Submission after 12thand 22nd sessions


20%
Presentation and report submission on  Factors affecting  retail value proposition and Retail mix  strategies of Retailers
Group Assignment
10%
 Continuous
10 %
 Based on Retail Concepts
VI.      Session Plan
Session No.
Topic/Sub Topic
Session Details
1


Scope of Retailing and Retail  Scenario in India
Text Book
Chapter 1
Pedagogy
Lecture & Discussion 

CLO
1
SLO
Students should be able understand the  scope of retail in India 
2
Value and Value Chain
Text Book
Chapter 2
Reference
Kahmsera, V. (2014), “Future of Retail”, Retailer, January, pp. 50-1
Pedagogy
Lecture & Discussion 
CLO
1,3
SLO
Students should be able:
understand Value proposition
3
Retail Institutions by Ownerships
Text Book
Chapter 4
Reference
Misra S.C. (2012), “Dominant Retail Formats”, Images Retail, March, pp. 98-100
Cover Story (2013), “Indian Retail Formats”,  Images Retail, March, 60-64
Pedagogy
Lecture & Discussion 
Flip Classroom on
FDI  and Cash  Carry Formats
CLO
1
SLO
Students should be able:
a.       to understand  retail formats in India 
b.      to familiarize with  format in developing market
4
Retail Institutions by Store Based Strategy Mix
Text Book
Chapter 5
Reference
Competition in the Age of Ominchannel Retailing by Erik Brynjolfsson; Yu Jeffrey Hu; Mohammad S. Rahman(2013)
Pedagogy
Lecture and Discussion


CLO
1,3
SLO
Students should be able .to understand the Indian retail perspective
5
Store Based Strategy Mix
Text Book
Chapter6
Case
Toys "R" Us Japan
Pedagogy
Case Analysis
CLO
1
SLO
Students should be able:
Understand Business  formats and their value proposition and Strategies of retailer
6
Online Retailing
Text Book
Chapter 6
Case
Big Basket .com

Pedagogy
Flip Class room  
Strategies of  different E-commerce Companies in India
Case Analysis
CLO
1,2,3
SLO
Students should be able:
a.       to understand challenges and scope of online retail in India
b.      Online Retailing in India
7.
Franchising and Retailing
Reference
Retailer (2008), Feasibility of Retail Franchising”, Retailer, October, pp. 43-50 
Case
Ferns and Petals
Pedagogy
Case Analysis  

CLO
2
SLO
Students should be able:
to understand franchising in retail in India
8.
Identifying and  Understanding Customers
Text Book
Chapter 7
Reference
Case
Sinha, P.K. and Uniyal, D.P. (n.d.), Segmenting Shoppers on their behaviour, IIM- Ahmedabad, pp. 1-35
Case :Shiny Provision Store
Pedagogy
Lecture and Case Analysis
CLO
1 and 3
SLO
Students should be able:
to understand consumer behavior in Retail Sector
9.
Strategic Retail Planning
Text Book
Chapter 3
Case
Fab India
Pedagogy
Lecture and Case Analysis
CLO
2,3
SLO
Students should be able:
understand Planning process in organized retailing and retail model of Fab India

10
Retailing and  Research
Text Book

Chapter 8
Case
Future  Shop

Pedagogy
Lecture and  Case Analysis
CLO
2,3
SLO
Students should be able:
to understand scope of research in developing research strategy 
11
Retail Location 
Text Book
Chapter 9
Reference
Note on Retail Location by Erik Brynjolfsson; Yu Jeffrey Hu; Mohammad S. Rahman(2013)
Pedagogy
Lecture and Class Discussion
CLO
2
SLO
Students should be able:
to understand  parameters of  selecting a  retail location
12
Factors  affecting  selection of appropriate Site
Text Book
Chapter 10
Case
Stephanie’s Boutique
Pedagogy
Lecture and Discussion

CLO
2
SLO
Students should be able:
to understand types of  retail location
13
                                                     Class Test  



                   14
Managing Merchandise Assortment
Text Book

Chapter 14
Pedagogy
Lecture and Discussion

CLO
1,2
SLO
Students should be able: to understanding concept  of  merchandising management and its relevance to retailers
15
Group Presentation
Pedagogy : Presentation
CLO:1,2,3
SLO: Students should be able: To understand and design retail strategies
16
Category Management
Text Book
Chapter14
Reference
Retail Strategy (2008), Managing Categories, Retailer, August, pp. 9-97
Pedagogy
Lecture and Discussion

CLO
2,3
SLO
Students should be able:
to understanding types of categories and category management
17
Implementing Merchandising Plan
Text Book
Chapter 15
Case
Prerna Stores
Pedagogy
Class Exercise
Category Management
Case Analysis
CLO
2,3
SLO
Students should be able:
to develop and implement merchandising plans
18
Logistics and Inventory Management in Retail
Text Book

Chapter -15
Pedagogy
Guest Lecture
CLO
2,3
SLO
Students should be able:
to enhance knowledge of back end value creation
19
Pricing In Retail
Text Book

Chapter 17
Pedagogy
Lecture and Discussion
CLO
2
SLO
Students should be able:
to understand pricing in retail
20
Financial aspect of Retail Operations
Text Book

Chapter 16
Case
Neiman Marcus and Family Dollar
Pedagogy
Lecture and Discussion

CLO
3
SLO
Students should be able:
to develop financial strategy in retail

21
Establishing and Maintaining Retail Image 
Text Book
Chapter 18
Reference
Shorotriya, V. (2008), “Visual Merchandising”, Retailer, February
Pedagogy
Lecture and Discussion
Video
Youtube  videos on store images
CLO
1,2
SLO
Students should be able:
to understanding concept of retail 
22
Visual Merchandising
Text Book
Chapter `18
Reference
Kotler, P. (1973-74), “Atmospherics as Marketing Tool”, Journal of Retailing, Vol. 49, No. 4, pp. 48-64
Pedagogy
Lecture and Discussion

Class Exercise
CLO
2,3
SLO
Students should be able:
To understand and design  visual merchandising plan for different formats
23
Group Presentation on Group Projects
Pedagogy : Presentation
CLO:1,2,3
SLO: Students should be able: To understand and design retail strategies
24
Group Presentation on Group Projects 
Pedagogy : Presentation
CLO:1,2,3
SLO: Students should be able: To understand and design retail strategies
25
Retail Promotion Strategy
Text Book
Chapter 19
Pedagogy
Lecture and Discussion
Class Exercise /Guest  Lecture

CLO
2,3
SLO
Students should be able:
understanding types of retail communication tools  and media vehicles
26
Human Resource in Retail Organizations and
Life Style Retailing
Text Book

Chapter 11
Case
Multimedia Case on Zara
Pedagogy
Lecture and Case Analysis
CLO
2
SLO
Students should be able:
a. understand role of HR in  Indian retail scenario
b. Life styling retailing in India
27

Building and Sustaining Relationship in Retailing
Text Book
Chapter 2
Reference
Reddy, A. (2015), “Importance of CRM technology in Fashion”, Images Retail, May, pp. 80-83
Pedagogy
Class Discussion

CLO
1,2,3
SLO
Students should be able:
understand relationship marketing in retail
28
Customer Service and CRM Practice to Build Loyalty
Text Book
Chapter 2
Reference
Note on Customer Care and services by Michael R. Pearce(2005)
Pedagogy
Class Discussion and Class Exercise

CLO
1,2,3
SLO
Students should be able:
understand  customer services and loyalty marketing in retail
29
Future of Retail in India  and Role of IT
Text Book
Chapter 20
Reference
Jagtiani, A. (2010), “Leveraging IT”, Images Retail, May, pp. 78-80

Pedagogy
Class Discussion  and Videos

CLO
3
SLO
Students should be able:
Understand future of retail and role of IT sector in India
30
Review Session 
Pedagogy
Class Discussion

CLO
1,2,3
SLO
Students should be able:
Understand concepts  of retail marketing and its application








In addition the contemporary reference articles and cases will be given to the students
Reference
  • Levy, Michael, Weitz, Barton and Ajay Pandit (2017). Retail Management. New Delhi: Tata Mc Graw Hill. 
  • Swapna Pradhan and  (2009).Retail  Management (Text and Cases ).New Delhi :Tata Mc Graw Hill .
  • Bruce Margaret ,  Moore Christopher and Birtwistle Grete (2004 ) International Retail Marketing . Elsevier :New Delhi.
  • Ogden ,R.James and Ogden, T. Denise (2006). Integrated Retail Management (Indian Adaption ) . Wiley   Pvt Ltd: New Delhi.
  • Bajaj , Chetan , Tuli , Rajnish  and Srivastava , Nidhi (2005).Retail Management. Oxford   University Press.
Instructions:
1.      Quizes  will be administered in the class.
  1. Students are supposed to read the suggested chapters, readings  and case studies as per the course outline before the class.